Microtrends The Small Forces Behind Today’s Big Changes
Microtrends: The Small Forces Behind Today’s Big Changes by Mark J. Penn, published by Twelve in 2007, explores the subtle yet impactful trends shaping contemporary society. This 608-page book delves into the concept of microtrends, which are smaller trends that often go unnoticed but can significantly influence markets, social movements, and political landscapes. Through various examples, Penn illustrates how seemingly minor shifts, such as the rise of “soccer moms” in the 1990s, can lead to substantial changes in public opinion and behavior.
Readers will find a comprehensive analysis of diverse microtrends, including Extreme Commuters, Working Retired individuals, and Old New Dads, among others. The book examines the intersections of these trends with various aspects of life, including religion, politics, leisure, and relationships. By employing polling, targeting, and psychographic analysis, Penn provides insights into how one million people can create new markets or spark significant societal changes. This edition offers a detailed look at the dynamics of modern trends and their implications for understanding contemporary culture.
Official synopsis Publisher
Pollster Mark Penn argues that the biggest trends in America are microtrends, the smaller trends that go unnoticed or ignored. One million people can create new market for a business, spark a social movement, or effect political change. In 1996, a microtrend identified by Penn (“soccer moms”) helped re-elect Clinton. Now, Penn identifies the new microtrends sweeping the world, from Extreme Commuters and Working Retired to Old New Dads, from Bourgeois And Bankrupt to Uptown Tattooed. Highlighting everything from religion to politics, from leisure pursuits to relationships, this book will take the reader deep into the worlds of polling, targeting, and psychographic analysis.–From publisher description.
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